Time Targeting / Day Parting (Targeting 1.0)

This article is relevant only to customers on Targeting 1.0. For Targeting 2.0, please find the relevant article here.

Targeting Key Description Recommendation
Time of Week This is the time of week in EST, or the User's Timezone - depending on your choice.
Daypart your line item targeting by clicking or dragging the time of week by day and hour. Included times are in green; excluded times are in red
Use INCLUDE or EXCLUDE targeting.

User Time Targeting

Time targeting allows you to specify which hours in the week you would like to serve ads to your users. This can be very helpful when considering how effective ads can be depending on the brand serving ads and the time of day, for example:

  • Breakfast/Brunch shops serving ads in the morning
  • Bars and restaurants on Thursday and Friday evenings
  • App installs ads are more effective in the evenings and at weekends.

We offer the ability to target both in EST (Eastern Standard Time - the default server time of Buzz) or in the user’s* local timezone which we will pick up automatically.

*Note that in this case the “user” is the person seeing the ad unit, not the individual using the Beeswax platform.

You can select which timezone you would like to use using the dropdown. Once you have chosen either “Time relevant to user’s location” or “Eastern Timezone”, you will be presented with a grid where you can select the hours in which you would like your line item to deliver.

Timezones for Pacing

If you are using “Time relative to a user’s location” in your time-targeting setup and you are also using a bidding strategy “with Pacing”, then you will need to clarify which timezones your line item is targeting to inform our Pacing algorithm how to pace the spend on line. It is required to ensure correct pacing behavior.

FAQs:

Q: How does Beeswax determine User Timezone?
A: 

  1. The timezone indicated on the Bid Request (e.g. For AdX, the field BidRequest.ext.adx.timezone_offsets is used)
  2. If not present in Bid Request, the timezone as determined by MaxMind (our geographic data provider) is used via the IP address on the request.

Q: What if I have a use case where my line item is targeting all geos around the world and I want to use ‘Time relative to user’s location’ targeting?
A: If there is such a use case to use user_time_of_week targeting and pace over 24 hours, you should add all 24 time zones.

Q: Do I need to use this if ‘Time of Week’ is set to ‘Eastern Timezone’ instead of ‘Time relative to user’s location’ targeting?
A: No, this does not affect Time targeting which uses EST as the default ‘Time of Week’.

Q: Is there a difference between Lifetime and Daily pacing?
A: No, they both would require a timezone for pacing to be specified if using ‘Time relative to user’s location’ targeting to pace accordingly throughout the day or lifetime of a line item.

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